Super Bowl 2021: Bruce Springsteen calls for ‘ReUnited States of America’ in politically-charged Super Bowl advert
The US TV event of the year was expected to attract about 100 million viewers and advertisers flocked to fill the many commercial breaks during the NFL’s showpiece game.
A 30-second slot reportedly cost about 5.5 million dollars (£4 million).
In his first-ever commercial, Springsteen fronted a film for Jeep and echoed a message he shared during the presidential election.
The clip was filmed in the city of Lebanon, Kansas, the geographical midpoint of the contiguous US, with venerated rocker Springsteen, 71, “in search of common ground”.
In a monologue broadcast during the fourth quarter of the Tampa Bay Buccaneers’ victory over the Kansas City Chiefs, he said: “Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few. It belongs to us all.
“Whoever you are, wherever you’re from, it’s what connects us and we need that connection. We need the middle.
“We just have to remember the very soil we stand on is common ground.”
The ad’s parting message was: “To the ReUnited States of America.”
Elsewhere, the Super Bowl adverts struck a more light-hearted tone.
Michael B Jordan plugged Amazon’s virtual assistant Alexa, appearing as a sensual human version.
The actor flaunted his famously sculpted physique and slipped into a bath alongside a lucky Alexa owner, much to the frustration of her partner.
Husband and wife Ashton Kutcher and Mila Kunis teamed up with reggae singer Shaggy and used his 2000 song It Wasn’t Me for an ad promoting Cheetos cheese snacks.
It featured Kutcher quizzing Kunis over eating his Cheetos, only for the actress to reply “wasn’t me”.
Insurance giant State Farm brought out the big guns for its advert. Rap superstar Drake appeared as a back-up for Jake, the company’s usual mascot, while actor Paul Rudd stood in for NFL player Patrick Mahomes.
A cardboard cut-out of Matthew McConaughey promoted Doritos 3D crisps, eating the snack to return to his usual self.
On the pitch, Tom Brady steered the Tampa Bay Buccaneers to a comfortable 31-9 victory over the Kansas City Chiefs to extend his record for Super Bowl wins to seven.
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